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Should tech comm students prepare for CXM?


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Should tech comm students prepare for CXM?

  1. 1. Amanda S. Horn Boise State University Idaho State University
  2. 2. • First year MATC student at Boise State • Works at Idaho State University • Worked in craft beer industry 2
  3. 3. 1. What opportunities exist for technical communicators within CXM? 2. Are there any accreditation requirements relating to keeping up with new trends and technologies in technical communication degrees? 3. Are technical communication students taught about CXM? 4. Should technical communication students prepare for CXM? 3
  4. 4.  Customer Relationship Management  Interrelated with marketing  Formerly product/service driven  Now customer driven  What will the customer’s experience be? 4
  5. 5. 5 CXM Customer Driven Technical Skills Constantly Evolving Emerging Opportunity
  6. 6. • Manage electronic interactions through: • Podcasts • Blogs • Facebook • Twitter • RSS feeds • YouTube • Monitor each step of the organization’s contact • Grow and retain customers • Foster positive interactions • Examples include “WCM”: SDL Customer Analytics, HootSuite, Adobe, Oracle, Ektron 6
  7. 7.  Google search for “customer experience manager” + job = 5 million results  Customer service content writer  Forum manager  Content Strategist  Editor 7
  8. 8. 8 1. Audience analysis and use case development 2. Creating visuals that clarify text 3. Organizing information for maximum comprehension
  9. 9. • The Certified Customer Experience Professional (CXXP) program offers certification • Post-secondary education • Join professional groups such as the CXPA • On-the-job training 9
  10. 10. 10 Northwest Commission on Colleges and Universities Southern Association of Colleges and Schools Commission
  11. 11. 11 Arizona State Montana Tech UC Berkeley Carnegie Mellon North Carolina State UC San Diego Eastern Washington Purdue Engineering Univ. of Central Florida Indiana Univ. East Rensselaer Polytechnic Univ. of Houston Mercer University Southern New Hampshire Univ. of Massachusetts Metropolitan State - Denver Southern Polytechnic State Univ. of Minnesota Michigan Tech Texas Community College Univ. of N. Texas Milwaukee SOE Texas State Univ. of Wisconsin Minnesota State Texas Tech Utah State
  12. 12. 12 What is your current role in Tech. Comm. education? How familiar are you with Customer Experience Management (CXM)? On a scale of 1 to 5 Where did you first learn about CXM? Do you think Tech Comm students should study CXM? If you checked undergraduate/graduate coursework above, which university did you attend?
  13. 13. Faculty 92% Student 8% What is your current role in tech comm? 13 1 5 2 2 0 0 2 4 6 Not familiar at all 1 2 3 4 Highly Knowledgeable 5 How Familiar are you with CXM?
  14. 14. 3 0 0 1 2 4 Professional Tech Comm Forum or Publication Undergraduate Coursework Graduate Coursework Current or Former Job Experience This is the first I've heard of it Other Where did you first learn about CXM? 14
  15. 15. 75% 25% Do you think tech comm students should study CXM? Yes No 15
  16. 16. • “I selected NO, but I really mean not by itself as an isolated topic, but yes, if CXM is discussed in context with its relationship to the field of tech comm. It's more in alignment with business comm than actual tech comm, in my opinion, but it would be valuable for students to know about in the context of how technical communicators in global workplaces fit in the CXM big picture.” • “I do think student should study this, but not in a holistic way – perhaps as part of a class. It’s almost dipping too much into a graduate business degree if it becomes a whole course or a thread of courses.” • “I’ve worked in the field for over 30 years – and I’ve been teaching technical communication for 19, in a professional certificate program. I’ve only begun to hear the term “Customer Experience Management” in the last couple – and it is not well defined.” 16
  17. 17. Yes. 17
  18. 18. 18
  19. 19. Baker, Pamela. (n.d.) The transition from CRM to Customer Experience Management. [Web log comment]. Retrieved from experience-management.php Business Dictionary Online. “CXM” Retrieved from CRM.html#ixzz316N8unW1 Davenport, Daniel. (2012, January 31). Digital channels move at the speed of social: thinking about CXM. [Web log comment]. Retrieved from speed-of-social/ Northwest Commission on Colleges and Universities. (2013). Accreditation handbook, 2013 Edition. Retrieved from, %202013%20Edition.pdf Powers, S. & Walker, B. (2011, August 22). The emergence of CXM solutions. Forbes online. Retrieved from emergence-of-cxm- solutions/ TechWhirl. (2012, July 10). Technical communication poll: roles in customer service. Retrieved from TechWhirl. (2014, May 5). Transferring Skills Between Tech Comm and CXM (poll). Retrieved from Texas Tech University. (n.d.) MA in Technical Communication. Retrieved from 19